Recruit, then Activate: Building an Engaged Facebook Following on World Water Day

Today is World Water Day, an international day of awareness and action in support of our planet’s growing water needs. World Water Day reaches people around the world, from the one in seven people worldwide who lack access to clean water to the companies, NGOs and governments that support this important cause.

ITT (Cone client) is taking action on World Water Day through its corporate citizenship program, ITT Watermark. For the second consecutive year, ITT is hosting a week-long Facebook campaign to raise funds to deliver clean water solutions to communities around the globe. This year, ITT will donate $1 for each post, comment or “like” on the ITT Watermark Facebook page, up to $10,000 (between March 21 and March 25). Funds raised will support ITT Watermark’s nonprofit partners: Water for People, Mercy Corps and China Women’s Development Foundation.

The 2011 campaign builds on the success of last year’s Facebook initiative, through which ITT donated $1 for each new Facebook “fan.” The evolution of ITT Watermark’s Facebook campaign demonstrates the effectiveness of a tried-and-true social media strategy: first, build your audience; then activate them. After recruiting thousands (4,486 to be exact!) of new fans during the 2010 campaign, this year ITT is focused on activating fans by engaging them in dialogue. The campaign was designed not only to incentivize participation (by offering a $1 donation for taking a turnkey action); its structure, by default, creates dialogue. Throughout the week, users will be asked to answer trivia questions, offer opinions or post photos, all of which trigger a $1 donation. The planned result? This influx of consumer-generated media will encourage others to join the conversation and build a stronger sense of community on the page.

If you’re looking to join millions in taking action on World Water Day or just have something to say, visit ITT Watermark’s Facebook page and ITT will donate $1 for your two cents!